new haircare technologies have revolutionised hair straightening, smoothing and styling www.diagonalreports.com

1. NEW HAIR STRAIGHTENING AND SMOOTHING
TECHNOLOGIES REVOLUTIONISE HAIR STYLING
PRODUCTS
Diagonal Reports© Hair Smoothing & Straightening

2. Strong consumer demand for hair management transforms the global straightening and
smoothing market beyond recognition.
This market is longer about 'just straightening' but personalised and versatile treatments - a
world of new terms and new outcomes.
The three largest global beauty markets are key users of these new hair styling
technologies and products.
Diagonal Reports© Hair Smoothing & Straightening

3. Hair straightening is no longer a one-size fits all category. Innovative technologies and
products have revolutionised it, creating one of the most vibrant haircare categories. Demand
for hair control is growing exponentially due to these newly launched products and also
demographic and lifestyle changes.
The numbers of consumers styling their hair in order to control it have exploded. Innovative
solutions, which offer flexibility and choice in the type of straightening/smoothing, now meet a
wider range of women's demands. These technologies and brands are being successfully
rolled out globally to consumers in Latin America, Africa, North America, Asia and Europe – all
populations with totally different hair types.
Haircare, and specifically control, is a key category in the top three global beauty markets.
Brazil, remains the largest hair straightening market in the world with its insatiable demand for
hair combability solutions and products. Chinese women, despite the apparent contradiction,
are intensive users of hair control technologies. While in the US new hair straightening and
smoothing treatments have become mainstream because they offer styling versatility to every
type of - African American, Caucasian, Hispanic - hair.
Straightening, in little more than a decade, has undergone a total reversal of fortunes. Up till
recently, it was a mono product category: the chemical relaxer. Sales were mainly restricted to
ethnic consumer segments and few alternatives were available. Then, new methods and
technologies emerged in Asia and Latin America, they were enthusiastically adopted by
frustrated consumers. and won significant market share in their countries of origin. Within a
few years, they had been rolled out worldwide - widening the consumer base globally all the
while.
What was a monolithic straightening category has fragmented into and across many new
technologies - the chemical, the chemical free and tools. Their market is the many millions of
consumers who want easy, convenient, and personalised styling, such as hair control,
defrizzing and curl management. These categories have entered a virtuous growth cycle:
Diagonal Reports© Hair Smoothing & Straightening

4. they attract more publicity and consumers, sales increase all the time. In contrast, chemical
relaxing has not benefited from this demand and sales are stagnant.
Diagonal Reports© Hair Smoothing & Straightening